Barclaycard Yes

iris Nation Worldwide

The team

Selina Heathcote, Nina Taylor, Jamie Gaiger, John Frood, Charlotte Gladwin, Adam Robinson, James Butt, Sarie Copplestone.

Other contributor:

Communisis – Print Production.

How did the campaign make a difference?

Barclays customers who were pre-approved for Barclaycard's Platinum credit card got an incredibly simple direct mail pack, with a one-word letter and application form. This outperformed the control pack in every way, clearly demonstrating that a creative approach can be more effective in delivering standout and driving response.

What details of the strategy make this a winning entry?

Barclaycard produces a large quantity of direct mail for its products and services. It took a solidly performing control pack and refreshed it to check for an uplift in response. Working within the limits of a standard DL format and production methods, the pack communicated that customers had been pre-approved for a Barclaycard Platinum card, with a 16-month 0% balance transfer deal. The objectives were firstly, to achieve an uplift in response; then to establish whether a more creative approach could impact results and finally to establish a creativity benchmark for future work. Direct mail was chosen, as Barclaycard had access to the customers’ postal addresses and requires an application form to be completed by every customer. The strategy was to be disruptive, put a smile on recipients’ faces and make applying the only response.

How did creativity bring the strategy to life?